thriving on the journey of continuous optimization
Post on 28-Jul-2015
147 Views
Preview:
TRANSCRIPT
Today’s Speakers
Robin Pam Product marketing!
Matty Wishnow Founder and CEO!
Mike Wodtke Director of e-Commerce!
Housekeeping
This webinar is being recorded Slides and recording will be e-mailed There will be time for Q&A at the end Submit questions via the Q&A box below
test everything? who says you can’t? | May 2015 2
hi. i’m matty,founder & ceo at
hi. i’m mike,director of e-commerce at
test everything? who says you can’t? | May 2015
test everything? who says you can’t? | May 2015 3
Optimizely's #1 North American Solution Partner
Proud nominee of: Opticon Partner of the Year, Developer of the Year, Most Dramatic Business Impact & Experience of the Year
Founded by clients who uniquely understand how to help solve client problems
Proud partners to over two dozen clients including Adidas, Tory Burch, FreshDirect, Cost Plus, Warner Music Group, Blu Dot & many more
Company-owned stores in: New York City (Soho), Los Angeles, San Francisco, Austin, and MinneapolisOutlet coming Summer 2015
Partner stores in: Sydney, Australia and Monterrey, Mexico
Over 100 independent retailers throughout the world
Design Awards: Cooper-Hewitt National Design AwardProduct Design Finalist (2013) The Chicago Atbenaeum Good Design Award (2010 & 2011) ICFF 2010 Editors Award for Body of Work AIGA Certificate of Excellence in Design for Blu Dot Catalog (2009)
founded in 1996 in Minneapolis with the goal of making modern design
accessible to everyoneAustin-based validation and optimization agency
test everything? who says you can’t? | May 2015 4
our back story. 2013.
0 a/b testing tools
0 tests run
conversion rate
online revenue
growth
test everything? who says you can’t? | May 2015 6
the tests that stick with you
font changesdelivery promotion
checkout flowreviews on PDP navigation
add to cart / cart redirecthome page redesign
color swatch display header redesign highlight search
mobile navigationinterstitial upsell live chat
inline email sign up financing options
experiment:
test everything? who says you can’t? | May 2015 7
product color optionshypothesis: I believe if we add color selections to category pages we'll increase clicks and conversions.
We believe adding the little color circles on the category level pages will increase people's awareness of additional color options and therefore increase the number of people clicking on products and requesting swatches or buying.
control swatch count
colors as text
only swatches
functional swatches
order conversion index 100 +154 +158 +133 +117 confidence
90%
visitor PDP conversion rate 51.8% 51.8% 51.9% 48.1% 48.5% confidence
99%
visitor add to cart index 100 101 106 92 100
experiment:
test everything? who says you can’t? | May 2015 8
catalog request modalhypothesis: I believe if we replace the email modal capture with a Free Catalog modal capture then conversion to catalog requests will go up.
Currently we feature a email capture modal when visitors come to our website.
control catalog modal
modal conversion rate
% difference
0.83% - - - - -
1.86% 124.28%
confidence99%
newsletter signup
conversion index100 29 confidence
99%
newsletter signup
conversion rate modal
% difference
0.83% - - - - - n/a
catalog request conversion index 100 875
catalog request conversion rate
modal % difference
n/a 1.86% - - - - -
n N
experiment:
test everything? who says you can’t? | May 2015 9
zip & coupon redesignhypothesis: I believe that coupon and zip code entry fields are competing with the modest checkout button and are negatively impacting conversion.
These are extra steps that require friction and embolden customers to leave this page right when they are considering clicking "checkout." The goal of this page is to get customers into the funnel.
I believe that if we redesign the coupon field to be less disruptive on the page, then we will see an increase in conversion rate and revenue.
control zip and coupon redesign
conversion to checkout page
% difference34.75%
- - - - -43.75%
25.9%confidence
99%
orderconversion rate
% difference20.85%
- - - - -24.55%
17.8%confidence
90%
conversion to apply coupon
code clicks % difference
0.56% - - - - -
1.57% 180.4%
confidence91%
zip code formconversions % difference
9.52% - - - - -
0.00% - - - - -
test everything? who says you can’t? | May 2015 10
goal & problem identification
1
2
3
goals
a
b
c
d
problemsvalidated by data
1
2
3
4
hypothesesprioritized by data
test everything? who says you can’t? | May 2015 11
e-commerce resourcing & prioritization
acquisition & retention marketing Norm 40% | Blu Dot 45%
design & UX Norm 10% | Blu Dot 10%
merchandising & content Norm 15% | Blu Dot 5%
features & development Norm 20% | Blu Dot 10%
analytics Norm 10% | Blu Dot 5%
optimization Norm 5% | Blu Dot 25%
average company Blu Dot
25%
5%
optimizationoptimization
test everything? who says you can’t? | May 2015 12
test everything?
catalog modal: tested & optimized
homepage redesign: tested & optimized
security badge: tested & optimized
color options: tested & optimized
product gridon mobile:
tested & optimized
inline email on mobile:
tested & optimized
test everything? who says you can’t? | May 2015 13
diminishing returns?
benefit
time
win rate
return on investment
conversion rate
number of tests run
test everything? who says you can’t? | May 2015 15
5 takeaways:
1 Optimization doesn't have to be just another thing. It can be the thing.
2 Even with limited traffic and resources, you can still be a mature and agile optimization organization.
3 Make sure your hypotheses are prioritized based on the opportunity and correlate to problems you have qualified. Otherwise, you’re just dabbling.
4 Imagine a world where you dedicated more resources to optimization than to “table stakes”
5 Testing everything gives you confidence — statistical confidence and the confidence of knowing that your organization is always, increasingly likely to succeed.
thanks!
matt wishnow, founder & ceo matt@clearhead.me
clearhead.me
+ Blu Dotclearhead
mike wodtke, director of e-commercemwodtke@BluDot.com
BluDot.com
+clearhead
top related